In high school I was fortunate to have an outstanding Geometry teacher as a sophomore. On some quiz or test questions Mr. Fisher would list statements and students had to provide the answer of always, sometimes or never that they felt applied. It caused us to consider all options.

One of the most fascinating things about selling is how different sales can be.

Because selling is so unstructured in most companies, the terms “always” and “never” seldom apply.

I had a situation with a student years ago that helped me realize an “always” in sales. Chris was worried about a $960K opportunity he was working on. He approached me on Tuesday and told me the CIO would be making a decision on Friday. An internal “coach” had shared with him that $850K had been budgeted and suggested that Chris “sharpen his pencil.”

Over lunch with Chris and his manager I asked if he was “Column A.” He felt he was in as he had initiated the opportunity and Column B, a large player in the space had gotten in much later. Chris’ manager had already said they could meet the $850K price and be even more aggressive if necessary.

I suggested that Chris call the CIO, leave the price where it was and ask if he could bring his manager in for a meeting on Friday. I told him that if he got the meeting I was pretty sure he was Column A because I didn’t feel a CIO would schedule the meeting if Chris wasn’t going to get the business. Chris informed me awhile later that the meeting was set.

On Monday Chris called. He had gotten a $960K order on Friday. Amazing in that they were willing to go to $850K or lower.

After we hung up I realized if Chris had not been Column A any number he gave would have been used to get a better price from the other vendor. The lesson learned:

A seller should always negotiate as though they are the vendor of choice.

This also means that if you are pressured for better pricing you can respond by asking if you are the vendor of choice and that price is the last obstacle. If the buyer says no you can acknowledge they need to finalize their decision and that if you are the vendor of choice you could try to agree to terms. If you are Column A they’ll come back to you.